Marris Adikwu is a culture writer and a keen observer of consumer behaviour. She also writes short stories and reads anything she can get her hands on.

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a new maximalism of feelings, dimensions, and possibilities to reinvigorate them and make their lives feel full.

While people are craving memorable, visceral, and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing, extreme tourism, and different kinds of sensory overload, while others are tapping into more gentle, inward-looking, and contemplative experiences like listening bars and communal spas. It signals the emergence of the' Introvert Economy' of cosy, home-adjacent spaces and activities or seeking soothing and quasi-spiritual encounters through hobbies like birdwatching and forest bathing.

The desire for deeply captivating and emotionally engaging experiences extends beyond the physical world – social media, VR, AR, and even image-based interactions must now resonate to the same degree, creating truly memorable moments and environments.

In this consumer and cultural universe driven by exploration and immersion, the boundary between experiences and material goods continues to blur. We're less likely to see them as a dichotomy, as people are increasingly interested in experiential qualities of things and consuming commodified 'thing-like experiences'. This discovery-oriented mindset is opening up new avenues for fulfilment, gratification, and transformation.

Experience Hunters

From decentralised autonomous organisations (DAOs)  run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

World Builders

Justin Pincar is a serial technology entrepreneur who builds products used by billions of people and amplifies business outcomes by incorporating engineering discipline. Passionate about education and student success, Justin has designed adaptive learning platforms and learning management systems leveraged by accredited universities and Fortune 500 companies worldwide. He is the founder and chief technology officer of the test prep company Achievable, a technical consultant for businesses of all stages.

United States

Gaming

New York Times

Reuters

Statista

Interview with Justin Picar conducted by the author

Razorfish

Screen Rant

Digiday

Push Square

Arival

Pix 11

Interview with Justin Pincar conducted by the author

SWNS

Pew Research Center

The Clinton Courier

Accenture

Since it was first released in 2022, Elden Ring has achieved mainstream success in the gaming community for its rich storyline, immersive landscapes, and highly intense levels. How are players responding to the intricacies of open-world gaming, and what can brands do to move with the times?